The effects of consumer perceptions of the salesperson,product and dealer on purchase intentions |
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| Institution: | 1. SKEMA, Pôle Universitaire Léonard de Vinci, Esplanade Mona Lisa, 92916 Paris La Défense Cedex, France;2. IAE Paris, Sorbonne Business School, 12 rue Jean Antoine de Baïf, 75013 Paris, France;1. Department of Marketing, Adnan Kassar School of Business, Lebanese American University, P.O. Box 13-5053, Chouran, 1102 2801 Beirut, Lebanon;2. Department of Marketing, Illinois State University, Campus Box 5590, Normal, IL 61790, United States of America;3. Department of Marketing, Box 19469, 701 S. West Street, Business Building, 234B, Arlington, TX 76019, United States of America |
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| Abstract: | This study examines effects of consumer attitudes toward a salesperson, a product, and a retailer on purchase intentions for a major purchase. A structural equations model is tested that allows a comparison of the size of effects attributable to these three attitudinal sources. The results suggest a significant direct influence of attitude toward the product on purchase intentions whereas the effect of attitude toward the salesperson is mediated by attitude toward the retailer. These findings suggest that from a retailer’s perspective, appropriate salesperson behavior can be a critical success factor since consumer attitudes toward the product appear to work independently. Other results and implications are also discussed. |
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